![Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_7.jpg)
Catalog by Nendo
The window frame of this Beijing boutique by Japanese studio Nendo is repeated into the depths of the store.
![Catalog by Nendo Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_3.jpg)
Nendo designed the repetitive display system to recreated the experience of flicking through images on the pages of a catalogue.
![Catalog by Nendo Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_2.jpg)
See all our stories about Nendo here.
![Catalog by Nendo Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_8.jpg)
Photographs are by Daici Ano.
Here's some more information from Nendo:
nendo’s a new shop design project in Beijing
“CATALOG” flagship store at Sanlitun Village
“CATALOG” store in Beijing
CATALOG is a Hong Kong-based sports fashion wear select shop with an emphasis on sneakers.
![Catalog by Nendo Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_4.jpg)
The Beijing store is their first foray into China.
![Catalog by Nendo Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_5.jpg)
The company's name, CATALOG, reflects its philosophy:
treating brands with different outlooks equally, and actively suggesting ways of coordinating items from
different brands to its customers.
![Catalog by Nendo Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_10.jpg)
We wanted to recreate the specificity and attraction of a catalogue in our store design.
![Catalog by Nendo Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_11.jpg)
A store's 'face' is its windows. We 'copy-pasted' the store window over and over again, creating a spatial experience similar to flicking through the pages of a catalogue.
![Catalog by Nendo Catalog by Nendo](https://static.dezeen.com/uploads/2011/12/dezeen_Catalog-by-Nendo_6.jpg)
The entire store becomes a series of show windows, and every item is in the spotlight.